University of Oulu

Ng, S.I.; Lim, X.-J.; Hall, C.M.; Tee, K.K.; Basha, N.K.; Ibrahim, W.S.N.B.; Naderi Koupaei, S. Time for Tea: Factors of Service Quality, Memorable Tourism Experience and Loyalty in Sustainable Tea Tourism Destination. Sustainability 2022, 14, 14327.

Time for tea : factors of service quality, memorable tourism experience and loyalty in sustainable tea tourism destination

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Author: Ng, Siew Imm1; Lim, Xin-Jean2; Hall, C. Michael3,4,5,6;
Organizations: 1School of Business and Economics, Universiti Putra Malaysia, Serdang 43400, Selangor, Malaysia
2Centre of Value Creation and Human Well-being Studies, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Bangi 43600, Selangor, Malaysia
3Department of Management, Marketing, and Tourism, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand
4Geography Research Unit, University of Oulu, 90014 Oulu, Finland
5School of Business and Economics, Linneaus University, 39234 Kalmar, Sweden
6Department of Service Management and Service Studies, Lund University, 25108 Helsingborg, Sweden
7MBA Centre, Xiamen University Malaysia, Sepang 43900, Selangor, Malaysia
8Tourism Faculty, Eastern Mediterranean University, Famagusta 99628, Turkey
Format: article
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 0.6 MB)
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Language: English
Published: Multidisciplinary Digital Publishing Institute, 2022
Publish Date: 2023-04-05


Underpinned by Script Theory and the S-O-R model, this research enhances the green tourism consumption literature to identify how destination service quality contributes to visitors’ memorable experiences and loyalty towards a place-based food tourism attraction. A total of 202 tourists who visited the Best of Highlands tea plantation in Malaysia were surveyed using an online questionnaire. Using PLS-SEM, this study has several notable findings: (i) destination service quality factors: activities, cleanliness, language, and security emerged as predictors of memorable tourism experiences; (ii) memorable tourism experiences strongly predicted destination loyalty; and (iii) memorable tourism experiences mediate the path between destination service quality and destination loyalty. This study therefore provides new insights into both sustainable tea tourism and script theory with respect to how memories guide future decision making. These results also provide insights for tea tourism providers in designing an unforgettable destination that stimulates the tourist’s intention to revisit the destination and to communicate it to others.

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Series: Sustainability
ISSN: 2071-1050
ISSN-E: 2071-1050
ISSN-L: 2071-1050
Volume: 14
Issue: 21
Article number: 14327
DOI: 10.3390/su142114327
Type of Publication: A1 Journal article – refereed
Field of Science: 519 Social and economic geography
Funding: The authors would like to express their appreciation to Research Management Centre of Universiti Putra Malaysia (GPB/2021/9696700) for financially supporting this research.
Copyright information: © 2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (